Brand: GloAdvertiser: British American TobaccoAgency: Geometry / OgilvyCountry: Japan
Campaign objectives & challenges
In April 2020 BAT launched it's latest tobacco heated product (THP), glo-Hyper. While 2020 was a challenge for many brands it became a watershed year in THP marketing for BAT with a drive towards digital and commerce transformation. With the launch coming one month into the Covid-19 outbreak the race was on to re-gear away from traditional category approaches towards digital and e-commerce.
The primary business objective was to launch the latest THP device and achieve increased category...